Entertainment

In conjunction with its fashion-focused September issue, W magazine has partnered with iPhone photography app Hipstamatic to release a magazine-inspired lens, film and virtual camera case.

The "WMag Freepak" takes photos with soft, cool grey tones and frames them in a thick black border. It's available for free download through Hipstamatic's app [iTunes link] for a six-week period. During that timeframe, users are encouraged to submit photos taken with the new lens and film to W's contest. Winning images will be announced on Oct. 15 and appear on the magazine's website and Facebook Page, as well as in a gallery exhibition alongside W contributors at the Ace Hotel in Manhattan. The ultimate winner, who will be announced at the opening night party for the exhibition, will be commissioned to shoot a story for wmagazine.com.

W's Hipstapak joins a series of other lens, films and virtual cases designed for fashion photography enthusiasts. Leading into New York Fashion Week in Sept. 2011 and again in Feb. 2012, Hipstamatic partnered with fashion photographer Chiun-Kai Shih to release first a high-saturation lens and later a cool-tone lens designed to capture the aesthetic of classic American beauty. Synthetic, Hipstamatic's parent company, also released a free Hipstapak for SXSW.

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